Levi Strauss & Co. is one of the largest apparel marketers worldwide with sales in over 110 countries. While originally only selling jeans, it has expanded its portfolio to become a complete casual wear brand. Its mission is to market the most appealing casual clothing globally. A SWOT analysis identifies Levi Strauss's strengths as a well-known market leader with a distinctive brand and competent management. However, threats include growing competitive pressures and changing customer tastes. Opportunities exist to expand into new markets and diversify its product line, while threats include new competitors and economic downturns.